The best way to make news is to announce a new category, not a new product.
Good things happen when you narrow your focus.
What should a brand leader advertise?Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.
The crucial ingredient in the success of any brand is its claim to authenticity.
Strategy should evolve out of the mud of the marketplace, not in the antiseptic environment of an ivory tower.
The essence of positioning is sacrifice. You must be willing to give up something in order to establish that unique position.